Tech Talk: African-Americans Spend More Time on Social Media, Especially on Their PCs (!)

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December 5, 2012 ‐ By Kimberly Maul

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Naturally, time spent on social media is on the rise across all devices, according to the new Social Media 2012 report from Nielsen and NM Incite. Mobile is leading the way, with 34 percent of all time spent on social networks happens via mobile applications and five percent via mobile Web.

When it comes to break outs by race and ethnicity, African-American Internet users spent 8 hours and 7 minutes on social networks on their PCs in July 2012, the most time compared to all other ethnic groups. African Americans spent 8 hours and 20 minutes on social networks through mobile Web and applications, second only to Hispanic users, who spent 11 hours and 13 minutes on mobile social networks.

Nielsen also took a deeper look at Pinterest, which until now did not have much data on the audience composition of the site. According to Nielsen, 86 percent of Pinterest users who access through a PC are white, eight percent are Hispanic, six percent are African American, and three percent are Asian. When it comes to Pinterest users who access the site via the mobile app, 79 percent are white, 22 percent are Hispanic, five percent are African-American, and seven percent are Asian. (We took a look at growing interest in Pinterest just yesterday. Click here for that.)

African Americans make up 10 percent of Pinterest users who access the site via mobile Web, while 22 percent are Hispanic, 74 percent are white, and 7 percent are Asian. Additionally, female users outpace male users of Pinterest, as 70 percent of PC users, 84 percent of mobile app, and 72 percent of mobile web Pinterest users are female.

Overall, Facebook remains the top social network among all Internet users, increasing for mobile users and dropping slightly for PC users. More than 152 million PC users accessed Facebook in July 2012, 78.4 million accessed it via the mobile app and 74.3 million accessed via the mobile Web.

We find the PC figure pretty surprising given the amount of time people are spending on their smartphones these days. According to a ZDNet story that’s basically detailing the demise of Microsoft’s PC business, in the weeks after the launch of Windows 8 “sales of Microsoft-powered PCs fell 21 percent from a year earlier. Desktop PC sales are down by nine percent, while notebook sales down by 24 percent.”

What sort of device are you using most these days?

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  • Kaori

    Black people definitely spend a lot of time on Twitter as evidenced by the many Ebonics filled, misogynistic trending topics I see daily.

  • GM_I

    Thats probably becuz most blk ppl are unemployed & got 8 hours of time on their hands…social media is the place where majority of the broke, lame, losers can goto & escape the reality of the failures they had in real life.

    • KJ23

      Though that was true, that was a very depressing realization…

  • http://www.facebook.com/jason.f.vorhees Jason Fangz Vorhees

    Sad….all this time spent on a pc…yet we are lagging way behind when it comes to blacks being in the technology fields.

    • GM_I

      Black America aren’t innovators or inventors to the same level of degree as White America, most likely never will be, regardless of our influence on American pop culture & our contributions to it. We’re consumers, we glamorize gettin money, but not to save it, invest it or create generational wealth, but to spend it on shyt that has no value after buyin it becuz “You Only Live Once”.